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    4.1 Exam Practice Question - The Role of Marketing PDF

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    4.1 Exam Practice Question - The Role of Marketing PDF

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    4.1 Exam Practice Question - The Role of Marketing PDF

    Uploaded by

    mirdza275

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    © All Rights Reserved
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    IB Business Management – Marketing

    4.1: The Role of Marketing: Exam Practice Question

    IB Business Management: www.BusinessManagementIB.com

    4.1 THE ROLE OF MARKETING: EXAM PRACTICE QUESTION

    Read the case study information below and answer the questions that follow.

    MICROSOFT LAUNCHES ITS NEW SMARTPHONE

    The Kin, Microsoft's new smartphone, is the


    US giant’s latest attempt to take on Apple
    and Google in the mobile phone market.
    The Kin’s distinctive design features include
    the familiar Windows® tiles, and a
    connected smart watch for emailing, voice
    calls and social networking on the go.
    Microsoft sees the smartphone as
    increasingly important, as analysts suggest
    that the next generation of web users will
    mainly access the internet on mobile
    devices and not PCs. Microsoft’s US smart-
    phone market share has recently declined
    from 19.1% to 15.1% as Apple has maintained its 25% share and Google has increased its share
    from 3.8% to almost 9%. It is thought that the success of Apple’s iPhone is largely due to the
    company’s asset-led marketing orientation.

    Source: www.BusinessManagementIB.com
    IB Business Management – Marketing
    4.1: The Role of Marketing: Exam Practice Question

    QUESTIONS: 25 MARKS, 45 MINUTES

    1. Explain how Microsoft’s 19.1% market share would be calculated. [2 marks]

    2. Analyse two ways Microsoft could increase its mobile phone market share. [8 marks]

    3. Outline three characteristics of the smart phone market Microsoft is operating in.
    [6 marks]

    4. Discuss the benefits mobile phone producers could gain by adopting a more social
    approach to marketing their products. [10 marks]

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